The company is running the campaign within ESPN’s mobile site. Although Pandora’s mobile site is not commerce-enabled, the initiative serves as a gift advisor to get consumers geared up for the upcoming holiday.

“The Pandora mobile ad campaign is a sparkler – just like the products it is selling,” said Simon Buckingham, CEO of Appitalism, New York. “The campaign is very well-designed and compelling given its timeliness around Valentine’s Day and the fact that many guys will likely be on the ESPN mobile site looking for Valentine’s gift ideas.

“Upon clicking on the banner ad, you can get ‘Instant Bracelet Ideas’ quickly and easily which will be a time and effort saving option for some guys to find a jewelry gift,” he said.

“Or consumers can create an unforgettable gift in minutes by simply answering a few questions via drop down menus and voila, as long the guy can answer some personal questions about their love match, then they can generate some more customized valentine’s gift such as a charm bracelet.”

Mr. Buckingham is not affiliated with Pandora. He commented based on his expertise on the subject.

Pandora did not respond to press inquiries.

Gift advisors
Pandora is running a mobile banner ad that reads “Create a Valentine’s Gift in Moments. Use the Pandora Gift Advisor.”

When consumers tap on the banner ad, they are redirected to the company’s mobile-optimized page where they can create unforgettable gifts in minutes, as well as get instant bracelet ideas.

The Gift Advisor asks consumers several questions such as “Who are you buying for?” “How do you feel about her?” “What is she really into?” “What is her style?” “What is her favorite color?” and “Does she have children or grandchildren?”

These questions help narrow down selected charms, which consumers can add to their list.

Additionally, consumers can browse other different bracelets for inspiration.

Through the campaign, Pandora is also aiming to build up its email database, by getting users to enter their email address to receive exclusive offers and promotions from the company.

Bigger investment
Over the past year, Pandora has been making a bigger investment into mobile.

The company has used mobile during key holiday seasons such as Mother’s Day and big events including the Superbowl to engage new and existing customers with its products.

Additionally, Pandora has a mobile application and has dipped its toes in mobile advertising, as well as QR codes.

“All in all, this mobile ad campaign is well thought through and the company that creates unforgettable moments delivers a campaign that makes realizing this promise a more simple and easy proposition for consumers,” Mr. Buckingham said.

“This is clearly a company that knows how to position and sell its products during a key holiday period and we expect it to be widely used by consumers and deliver both solid revenues and unforgettable moments alike,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York